In today’s social media culture, sharing snapshots of an “ideal life” has become the norm — images of success, happiness, and prosperity dominate feeds. But, as Azerbaijani psychologist Samira Baghirova told Bizim.Media, most of these portrayals are illusions.
According to her, this behavior is rooted in the social comparison theory.
“When people compare their lives to the bright posts of others, they feel pressured to meet social expectations. Often, they post images of non-existent happiness to create the image of an ‘ideal self,’” Baghirova explained.
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She identifies several key drivers behind this tendency:
Dopamine dependence – Every “like” or positive comment brings a short-lived feeling of joy. Over time, users chase that sensation, crafting an artificial persona.
Feelings of inadequacy – Those dissatisfied with their own lives may fabricate success to boost self-esteem.
Masking depression – Fear of appearing weak pushes many to hide personal struggles behind a constant online smile.
Baghirova warns that while “artificial happiness” may seem harmless, it can have damaging long-term effects.
“It’s a defense mechanism, but if it becomes constant, a person loses touch with their authentic self. Over time, this detachment can lead to serious psychological disorders,” she said.
